Positive Review Motivation: a Case Study of Malaysia and Indonesia

Nur Fatihah Adriana Binti Shamsul Anuar1; Wan Hafiz Bin Wan Zainal Shukri2: Andini
Risfandini3*; Aisyah Asri Nurrahma4
1,2
Faculty of Fishery and Food Science, Universiti Malaysia Trengganu, 21030 Kuala Nerus,
Trengganu Malaysia
3
Diploma of Tourism Universitas Merdeka Malang, Terusan Raya Dieng, 62-64 Malang 65146,
Indonesia
4
Magister Management, Post Graduate Program Universitas Merdeka malang, Terusan Raya
Dieng, 62-64 Malang 65146

*Corresponding Author: andini.risfandini@unmer.ac.id

Abstract
Nowadays eWOM spread more effectively compare to traditional WOM. There are still a few
studies available on why customers are leaving positive eWOM. Thus this research aims to fill in
the gap in positive eWOM motivations based on hipster café customer experiences in Malaysia
and Indonesia. The aims of this research are:(1) To investigate motivational factors among
customers in engaging and disseminating positive eWOM related to hipster cafes; (2)To examine
positive dining experiences that elicit positive eWOM among customers (food quality, service
quality, atmosphere, price fairness and instagrammable); (3) To understand customer satisfaction
based on positive dining experiences at hipster cafes; (4) To explore revisit intention and
customer loyalty based on dining experiences at hipster cafes. Qualitative approach using
interview is used to collect data, data was analyzed using ATLAS Ti and NVivo 11 software.
The result of this study explain the motivational factors why customers of Hipster cafes in
Indonesia and Malaysia are leaving the positive eWOM. One of the most interesting result is due
to the fact that Malaysian and Indonesian is a collectivist society. Some other factors include:
concern for others, self enhancement, and Information leader. Further study in other countries
with high collectivism index should be conducted to support the findings of this study.

Keywords: Postive eWOM; Customer Satisfaction; Revisit Intention; Customer Loyalty

1. Introduction

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Nowadays eWOM is proven to spread more effectively compared to traditional WOM (Serra-
Cantallops et al., 2018). EWOM has more impact in the behavioral intention than traditional
WOM communication (Uslu, 2020). There are two kinds of eWOM communication which
include positive and negative reviews. This article is specifically discussing what motivates
people to leave positive eWOM. There are several factors that influence a person to leave a
review/eWOM which include: reflected appraisal of self, self-image congruity, and overall café
quality (Kim, et al., 2015). A study from (Jeong and Jang, 2015) discovered that people are
motivated to leave eWOM due to concern for others, expressing positive feelings, and helping
restaurant companies. Social benefit and self-enhancement to gain fame can also serve as the
motivation to leave positive eWOM (Sohaib, et al., 2020). EWOM is believed to influence the
customers’ purchase intention and the restaurants’ profitability. Therefore, an understanding of
eWOM motivations among customers has become important for every restaurant owner. When
the restaurant owner manages to trigger positive eWOM among customers, it may encourage
other people to visit after viewing the online positive review.

High usage of social media has led customers to share their reviews on the restaurant during or
after restaurant visits. Customer review is essential for the business’s growth. While a positive
review can influence the decision of a customer to visit the restaurant, the review itself is highly
influenced by the dining experience. Understanding the dining experience attribute may help the
manager to improve their business quality. This study aims to explore the restaurant experiences
that are significantly related to customer satisfaction and eWOM.

In this study, the dining experiences that have led to positive eWOM motivations are focused on
the hipster café in Malaysia and Indonesia. Cafes represent a restaurant with creative concepts
and relaxing ambience that have grown rapidly in urban and suburban areas (Abu Thahir and
Krishnapillai, 2018). Nowadays, hipster trends have become a subculture and dominate people’s
lifestyles, especially the young generation. Hipster café is defined as a café specializing in a
coffee business where its interior design uses old and used items as decorations. Hipster cafes
tend to have their own identity by using unique names for their food and drinks to ensure their
brand is recognized. This study applies the expectancy-disconfirmation theory to explain the
theory of customer satisfaction. The theory explains the comparison between expectation and
performance among customers. When performance is better than expected, it may lead to

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satisfaction. Thus, a pleasant experience among customers plays an important role in the positive
eWOM engagement.

The high demand and preference for hipster café have led to many new hipster cafes in Malaysia
and Indonesia. Increased competitiveness in the hipster café industry would be challenging for
some owners. It is essential to create innovative value that is beyond customer expectation in a
competition (Pangaribuan, et al., 2020). Therefore, hipster café owners must be creative in
developing and improving their service to compete with other branded hipster cafes. Study by
Sohaib et al. (2020) mentioned that further investigation on all possible factors of eWOM needs
to be done as only few motivational factors of eWOM are covered in recent studies. Thus this
research aims to fill in the gap in positive eWOM motivations based on hipster café customer
experiences. The aims of this research are:

1. To investigate motivational factors among customers in engaging and disseminating positive

eWOM related to hipster cafes.
2. To examine positive dining experiences that elicit positive eWOM among customers (food
quality, service quality, atmosphere, price fairness and instagrammable)
3. To understand customer satisfaction based on positive dining experiences at hipster cafes.
4. To explore revisit intention and customer loyalty based on dining experiences at hipster cafes.

2. Literature Review

2.1. Electronic Word of Mouth (eWOM) and Positive eWOM Motivation

Electronic word-of-mouth (eWOM) is an online informal communication over services and
products by sharing and exchanging information (Sohaib, et al., 2020). Reviews from the
customers can be used as a marketing tool for the food service business as people are always
looking for the products’ information online. Customers’ behavioral intention is more affected
by eWOM compared to traditional WOM communication (Uslu, 2020). Although it might be
less personal as no face-to-face interaction occurs, eWOM has been considered as immediate
interaction due to the availability of the comments and the easier access (Tan et al., 2016).
Businesses are making an increased effort to understand the aspects that influence the use of

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eWOM and the effects of its application (Serra-Cantallops et al., 2018). Drive for recognition,
positive public image, and social interaction within society are referred to as social benefits
(Sohaib et al., 2020; Kim and Hwang, 2022). They might receive more followers and likes on
their social media which could make them gain popularity. People may want to be involved in
activities that help them to keep in touch with the public as they want to be part of the
community to build a connection and fulfil the need for entertainment (Sohaib et al., 2020).

In a communal relationship like on the internet, people also are willing to help or do something
for other people without expecting any reward (Fu et al., 2015). Some people rely on the
information or reviews of other customers before purchasing any products or services. Concern
for others relates to altruism where people are not expecting anything in return (Ismagilova et al.,
2020). Meanwhile, some customers are willing to engage in eWOM in return for a good dining
experience by posting positive reviews (Whiting et al., 2019). Satisfaction on food and service
may lead to have the urge to return a favour and help the restaurant business grow. With positive
eWOM, it could be useful to help a restaurant build a positive image and influence customer
purchase decisions (Tan et al., 2016). Feedback and suggestions are essential for good financial
performance (Wang et al., 2021). Incidental or pre-consumption emotions may affect consumer
mood. Furthermore, incidental emotions carried from the external environment can impact
consumer emotional experiences at the time of purchase decision (Le et al., 2020). Customers
who are already in a good mood will likely judge their dining experiences positively. Emotion
can be changed based on experiences, thus it is important to create a favourable experience
among customers who are in a gloomy mood.

2.2. Motivational Theory (Maslow’s Hierarchy of Needs)

Maslow’s hierarchy of needs theory is a widely used theory of motivation that explains
people have basic needs that must be satisfied before pursuing social, emotional and self-
actualization needs. Those needs from the lowest to highest hierarchy are physiological, safety,
social, self-esteem and self-actualization (Bishop, 2016; Ngwenya, et al., 2018). When a person’s
physiological and safety-security requirements are substantially met, people are looking for
affectionate interaction with others (Taormina and Gao, 2013). This need is known as social need
or the need to bond with other human beings, be loved, and form attachments with others. For

4
example, some people look for opportunities to look for fame which refers to self-enhancement. For
esteem needs, people have a desire to work hard and be rewarded for it (Taormina and Gao,
2013). With an intention to help the business, thus customers are motivated to share information
about their experiences. However, this theory is applied to this motivation only when customer
satisfaction is achieved. The highest level of Maslow’s hierarchy of needs is self-actualization
which involves learning new skills and knowledge for potential growth (Bishop, 2016). This
theory applies when customers influence social communities by sharing information about
certain products or brands since they want to be viewed as an expert.

2.3. Dining Experiences

Good food quality is a key marketing tool in determining brand image and also customer loyalty
and purchase experience (Hanaysha, 2016). Food quality includes food presentation, variety of
food options, food taste, freshness and food temperature (Torlak, et al, 2020). A variety of food
options allows customers to choose according to their preferences. Food temperature is also
important because the hot food must be served hot and vice versa to satisfy customers.
Meanwhile, food freshness relates to the physical taste such as crispiness and aroma.

Service quality is based on the difference between the customer expectation and the reality they
have in the café; it can be seen from five dimensions (Uslu, 2020). First, the tangible dimension
includes the physical environment, such as the facilities, interior and equipment (Ramya, 2019).
Second, reliability dimension is a service element that ensures customers are happy with the right
and accurate services. Third, the responsiveness element is the employees’ willingness and
attitude when responding to customers and how long they will serve the food. Fourth is
assurance such as knowledge, politeness and the ability of employees to develop customer trust
(Ramya, 2019). Lastly, the empathy dimension is where employees pay more attention and care
about customers (Yu, 2021).

Besides, customers tend to search for the best price products or services which deliver value for
them (Hanasya, 2016). Hipster café should offer worth price that is not too expensive and not too
cheap. Customers like to rely on various references to get to know the best price by observing

5
previous customers’ transactions and the rival’s prices (Hanasya, 2016). Furthermore, price
fairness connects to customer behavior such as revisit intention and also positive eWOM.
Atmosphere is essential to influence customers to spend more time visiting a hipster café.
Sitinjak (2019) mentioned atmosphere refers to the ambience of the store (music, colour, and
crowd). Physical environment and tangible elements (architecture, interior design and furniture)
must be considered to make customers comfortable and satisfied. Then, intangible elements
(temperature, noise, aroma and music) should be set right so the customer feels comfortable
when visiting the café and spend more time for an extra drink (Tuzunkan, 2016).
Instagrammable is from the words “Instagram” and “Able” which means something that is good
enough to be shared on social media (Karyatun, 2021). An instagrammable café should have
aesthetic, artistic and photogenic decoration (Karyatun, 2021). Furthermore, taking a photo of the
food could be like a food ritual that increases the enjoyment of the food (Yong, 2020). Therefore.
A hipster café should provide good lighting and beautiful decoration as well as pay attention to
the visual of the food that is unique or hard to find on another café to trigger customers to upload
it in social media.

3. Methodology
This research is using a qualitative approach with netnography analysis and semi-structured
interviews. In this study, the data on positive eWOM motivations, customer loyalty and revisit
intention were collected through semi-structured interviews. A netnography approach was used
to identify the theme of positive dining experiences at hipster cafes among customers.
Netnography analysis is conducted in Malaysia and Indonesia by using Google Reviews as a
platform. First, positive reviews on selected hipster cafes published from January 2021 until
December 2022 on Google Reviews were analyzed. To collect valid data, the listed reviews were
screened and any reviews that were negative and too short for any meaningful content were
removed due to the unsuitability of this research’s data. Following that, this study proceeded
with semi-structured interviews after selecting participants that meet the inclusion criteria which
they must engage in positive eWOM towards selected hipster cafes on social media sites. There
were 16 participants from Malaysia and 10 participants from Indonesia. Online semi-structured
interviews are essential for this research as participants were located in different geographical
areas of Malaysia and Indonesia. Semi-structured interviews were applied to get an in-depth

6
understanding of customer motivation to engage and disseminate positive eWOM. The data were
analyzed using ATLAS. Ti software and NVivo 11 software. To analyze the semi-structured
interview, the first step is to write down the transcript data verbatim. After transcribing, coding
was done by using short phrases, the codes were then further classified into categories. Thematic
analysis is employed to identifies the patterns in data such as interviews.Thematic analysis is a
systematic method used to uncover patterns and meanings within qualitative data, such as
interview transcripts (Syla, 2023). It involves identifying recurring themes and concepts,
revealing deeper insights that contribute to a comprehensive understanding of the subject matter
(Lin, 2018).

4. Result and Discussion

The demographic profile of participants from Malaysia comprises 16 females. A majority of
these participants, specifically 12 individuals, fall within the 20-30 years age range, while
smaller numbers are distributed across older age groups. Notably, there is one participant each in
the 31-40, 41-50, and 51-60 years age categories. In terms of occupation, the distribution
includes 8 employed participants, 5 students, and 3 unemployed individuals. Regarding regional
distribution within Malaysia, Pahang, Selangor, Perak, Kuala Lumpur, and Pulau Pinang are
each represented by 2-3 participants. Meanwhile, Terengganu, Negeri Sembilan, Melaka, and an
“Others” category each have one participant. Shifting to the demographic profile of participants
from Indonesia, the group consists of 10 individuals hailing from diverse cities such as Jakarta,
Blitar, Bali, Makasar, Kupang, Malang, Palu, and Kendari. The age distribution reveals that 6
participants are aged 20-30, 3 participants are between 31-40, and 1 participant falls in the 41-50
age range. In terms of occupation, there is an even split, with 5 participants employed and 5
participants classified as students. The analysis of themes extracted from the verbatim transcript
was executed using both the Ti Atlas software and NVivo 11. The outcomes of this meticulous
data analysis have been systematically organized to address the specific objectives of the
research. The thematic analysis has been comprehensively developed under the following
overarching topics:
1. Positive eWOM Motivation: This theme explores the underlying motivations driving
participants to engage in positive electronic word-of-mouth (eWOM) activities. It delves

7
 into the factors that prompt individuals to share favourable recommendations and
feedback about the dining experience.
2. Positive Dining Experiences: Within this theme, the focus is on participants’ accounts of
their positive dining encounters at the café. It captures the various elements of their
experiences that led to a positive perception of the establishment.
3. Customer Satisfaction: This theme delves into the depth of customer satisfaction arising
from their interaction with the café. It seeks to uncover the aspects of the café that
contribute to overall satisfaction, from service quality to ambiance.
4. Revisit Intention: The final theme centers around participants’ intentions to revisit the
café in the future. It examines the factors that influence their desire to return, reflecting
on the lasting impact of their initial dining experience.
By categorizing the thematic analysis under these four distinct topics, the research effectively
addresses its aim to explore and understand the nuances of positive eWOM motivation, positive
dining experiences, customer satisfaction, and revisit intention within the context of the café.
The first table presents a comprehensive breakdown of key themes and corresponding codes that
emerged during the analysis. These themes encapsulate diverse aspects of the participants’
perspectives and behaviors within the context of the café experience. From expressions of
concern for others through altruistic actions and reciprocal interactions, to active engagement in
helping the business thrive by promoting the café, and self-enhancement through sharing
personal dining experiences and raising awareness about the café’s existence. Additionally, the
theme of being an information leader emerges, highlighting the influence wielded by certain
participants in shaping the perceptions and decisions of others. Each theme is accompanied by its
associated codes, offering valuable insights into the intricate dynamics and motivations
underlying participants’ interactions within this environment.

Table 1 Thematic Analysis for positive eWOM Motivations

Themes Codes

Concern for Others  Altruism

 Giving recommendation
 Reciprocal

Helping the Business  To promote the café

Self Enhancement  Sharing Dining Experience

8
  Telling people about the existence of café

Information leader  Influence other

Source: Data Analysis, 2023

4.1. Motivation for leaving positive eWOM

Factors driving the inclination to engage in positive electronic word-of-mouth (eWOM) for
participants from Malaysia and Indonesia encompass: (1) Concern for others; (2) Helping the
business; (3) Self Enhancement; (4) Information Leader. Concern for others is based on a
genuine desire to help restaurants (Jeong and Jang, 2015) and other customers by sharing
positive dining experiences. In this study, concern for others consists of altruism, giving
recommendations and reciprocal. Altruism is one of the reasons for leaving positive eWOM.
Writing about an experience with a product or service brings enjoyment of helping other
customers and giving back to society by helping them make the appropriate purchase decision
and avoid unnecessary disappointment (Cheung and Lee, 2012) cited in (Ismagilova, et al.,
2021). One of the participants mentioned reciprocal. When he or she receives good service, a
good quality F&B, it is only natural for her to help the business by giving a good review.

“Yes, I leave positive review for the taste of food, because my husband is a chef. When people
are happy with his food people will leave positive review. That brings satisfaction to me. So, I
want to do the same thing. When I went out eating in the café, if the place is comfortable, the
food is good, the atmosphere is cozy, I will leave review.” (Indonesian participant 8)

Both participants from Malaysia and Indonesia also mentioned how they hope the review will be
able to help others. The reviews uploaded on social media might help other customers in
choosing a place to dine.

“…it’s hard for me at first time to find the best restaurant and café here and I hope my review
helps other people that just like me years ago. Besides, I believe if I help people then God will
help me, so it will give me tons of luck after helping other people.” (Indonesian participant 5)

9
“... some underrated cafes deserve more customers due to their qualities and some people don’t
know where to dine in and they often choose a famous one despite the food being so-so.”
(Malaysian participant 13)

Satisfied customers would be willing to give favourable recommendations about a café or

restaurant and encourage other people to visit (Pangaribuan, et al., 2020). Positive emotional
experiences have a positive effect on satisfaction, eWOM generation and company reputation
(Serra-Cantalops, et al., 2018). Positive dining in the café will motivate people to leave positive
reviews. Most Malaysian people give reviews for their own enjoyment or fun, meanwhile,
Indonesian people give reviews for other people’s happiness. Customers may engage in positive
eWOM to express their positive feelings since they have a desire to share the joy of experiences
(Jeong and Jang, 2011).

“Basically, if I have a good time there, I will write it so my friends or maybe other people who
read that can be informed about what is inside the café.” (Indonesian participant 1)

“My motive for doing the reviews first is for a personal vlog. I want to have my pleasurable
memories of dining during my holiday on my TikTok. Then, it is really fun doing the positive
reviews on the food and dining experience.” (Malaysian participant 1)

People motivated by self-enhancement look for opportunities to look for fame by sharing
positive eWOM (Yap et al., 2013) cited in (Sohaib, et al., 2020). Writing online reviews related
to self-enhancement, as consumer-opinion platforms have enormous potential to reach a high
number of people. Self-enhancement (or self-improvement) refers to the situation when
individuals try to present themselves positively by sharing information (Berger, 2014) cited in
(Ismagilova, et al., 2021). This motivation is the least mentioned among Malaysian participants.
However, there is an Indonesian participant who talks about how posting a positive review is one
form of making a good positive image.

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“I feel happy when I see the place that I like is busy with customers. I feel like I’m helping them
to advertise their café, besides it’s a prove that my taste is good, right?” (Indonesian participant
4).

To serve the public good, individuals engage in eWOM communication to benefit oneself
(egoism), a group (collectivism), and other people (altruism) (Fu, et al., 2015). Interestingly,
Malaysia and Indonesia are a collectivist society. Collectivism represents individuals' interaction
with others with prioritizing the group goal and unity (Yang et al., 2020) cited in (Irawan, et al.,
2022). Being part of a community is an individual sense of belonging and a positive feeling
towards the community (Ismagilova, et al., 2021). Consumers in individualistic countries engage
more in negative eWOM compared to consumers in collectivist countries (Koh et al., 2010) cited
in (Fu, et al., 2015).

Indonesia and Malaysia are both considered collectivist societies. Delle Fave et al. (2016) cited
in Wise-Sidi (2023) mentioned that collectivism underscores interdependence and close ties
within the in-group. This can be attributed to the emphasis on group harmony and the desire to
maintain positive relationships within the community. Furthermore, collectivist societies like
Indonesia and Malaysia tend to have a strong sense of social identity and interdependence among
individuals. This can be seen in the way people prioritize the needs of the group over their own
individual interests. This prompts collectivist individuals to consistently consider the needs of
others and engage in selfless acts for their benefit. This perspective of selfless altruism is echoed
in the second quotation. Therefore, individuals from individualistic and collectivist cultures
demonstrate differing central motivations for altruism: collectivists direct their altruistic actions
towards the recipient (Wise-Sidi, 2023). Within collectivist cultures, individuals tend to adhere
to societal norms and anticipations, frequently shaping their decision-making based on group
opinions and preferences.

“Actually, I enjoy it, but I write it on my Twitter once after I visit a café. And usually, a good
review if I had a negative experience, I never posted it.” (Indonesia participant 5)

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“First, it was about making content for TikTok. And then, I want to tell people that in Kuantan
since people thought that Kuantan is not fully developed. So, I want to tell them that there is a
hipster cafe in Kuantan that they might have not tried yet.” (Malaysian participant 8)

Opinion leaders want to be viewed as an expert by a large number of consumers (Cheung and
Lee, 2012) cited in (Ismagilova, et al., 2021). Opinion leaders influence the members of the
social communities and networks by disseminating information about certain products or brands
(Ismagilova, et al., 2021). Information-sharing behaviour is influenced by the perceived
usefulness of information by the one who shares the information (Ismagilova, et al., 2021). Some
customers feel like it is essential to give reviews about the café that they visited so that their
followers know about the café too.

“I have 4000 followers, My review will help my followers to make purchase decisions. I like to
go to a lot of new places and let them know about it, and I want to let my followers know about
the new places.” (Indonesian participant 7)
“I want other people to know. Because if it is not because of my friends and other people
sharing, I really don’t know about it. For example, in The Daily Fix, if you look from the outside,
it looks like it is not in business. Actually, there is more shop in there” (Malaysian participant 7)

Most of the participants agree that leaving a positive review is only natural for them as a
collectivist society. All of the participants from Malaysia and Indonesia also mentioned that they
read reviews about the hipster café before they decided to go to the café. The review helps them
to make a decision to visit certain places and to get information about those places. So, it is only
natural for them to help others as part of the community.

4.2 Themes for Positive Dining Experiences

Table 2 provides a concise overview of the various aspects that contribute to participants'
positive experiences at hipster cafes, encompassing food quality, service, ambiance, and pricing
perceptions. The themes and categories identified through interviews and netnography shed light

12
on the multifaceted elements that influence patrons' perceptions and motivations within this
context.

Table 2 Positive Dining Experiences

Themes Categories Semi-structured interview Netnography analysis

Codes

Desirable quality of Nice foods and drinks Delicious Food and Drink Delicious Food and Drink
Hipster café’s food
Freshly cook, cook to
perfection

Uniqueness of food Unique Food and Drink Unique Fushion Dish

Many food choices Variety of Food and Drink Great Selection of Food
Seasonal Menu

Portion Big Portion

Inviting Service Good attitude of staff Friendly staff Friendly staff

Very welcoming
Free reffil of drink

Nice service Fast Service Excellent service

Knowlegable barista

Pleasurable physical and Nice Atmosphere Special Events Cute decoration

non-physical environment
Seasonal Decoration

Beautiful Scenery

Relaxing atmosphere Good ambiance

Quiet Environment Relaxing
Nice place to hang out Perfect palylist
Family friendly Good place to hang out

Price Fairness Worth the Price Worth the Price

Reasonable Price Reasonable Price

Affordable Price

Instagrammable

Source: Data Analysis, 2023

Both Malaysian and Indonesian had the same expectation and preferences related to their dining
experiences. Positive dining experiences consist of desirable food quality, inviting service,

13
pleasurable physical and non-physical environment, price fairness and instagrammable.
Desirable food quality includes delicious food and drink taste, variety of the menu, unique food
and drink and big portion. Good quality of perceived food positively impacts customer
satisfaction (Kannan, 2017; Chun and Nyam-Ochir, 2020). Below are some statements from the
participants about desirable food quality:

“The coffee is very good, like they offer so many kinds of coffee, in the form of hot beverages,
cold, frappe, bottled coffee and manual brew, I already taste many of them and it’s all good.
They offer some creative beverages menu, such as combining Lotus biscuits with popcorn,
berries and my favourite is the one with avocado. The combination of coffee and avocado is so
good.” (Indonesian participant 5)

“Oh, I just remember they also offer an odd menu named “UFO Burger” and also some snacks
like chicken popcorn and they placed it in an ice cream cone so it’s unique and I forget the
name, it makes people curious.” (Indonesian participant 4)

“As for the food, they offer a big meal for dinner or lunch, like some pasta and Japanese meal.”
(Indonesian participant 5)

“I ate spaghetti… spaghetti wait I forgot its name. But it was tasty. The food was really tasty. It
was eaten with bread.” (Malaysian participant 5)

“… the coffee bean that they used was just nice. It does not taste acidic”. (Malaysian participant
9)

Inviting service includes fast service, friendly staff and knowledgeable barista. The staff’s
willingness to assist clients and perform prompt service would lead to satisfaction (Ramya et al.,
2019). Some of the statements of Malaysian and Indonesian participants about inviting service:

“When you sit, you will get your food within less than 20 minutes. Even though there were a lot
of people, their service was fast.” (Malaysian participant 9)

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“They are very friendly! When I ask them for more menu, they quickly give it to me, they are fast
responding too.” (Indonesian participant 1)

“Despite their variant menu aside from coffee, the barista knows it so well.“ (Indonesian
participant 4)

In this study, a pleasurable physical and non-physical environment is coded as a nice

environment which includes: beautiful scenery, family-friendly, nice place to hang out, quiet
environment, relaxing atmosphere, seasonal decoration and special events. The atmosphere is
processed by our senses as a response to stimuli from the surroundings. An attractive and
comfortable atmosphere will leave a good impression on the customer which will increase their
satisfaction (Jusuf and Gamal, 2020). Ballantine et al. (2010) cited in (Pangaribuan, et al., 2020)
mentioned that atmosphere is the space design element that created affective responses such as
sight, sound, scent and touch. Turhan (2014) cited in Pangaribuan, et al. (2020) stated that the
more customers are comfortable with the café design, the more the customer feels satisfied with
the service.

“A lot of cafés that I have visited is family oriented. Atmosphere is quite good and calm and not
so crowded. I will choose the café that is not so crowded based on the review.” (Indonesian
participant 8)

“...the scenery is so beautiful you can see the view of Batu City from the top and the air is super
fresh and cold. And I think it’s more like relaxing because it’s quite far from the city so there is
no loud sound, and there is no vehicle sound, it’s so soothing and calming.” (Indonesian
participant 3)

“Their decoration was very nice. I like their decoration. The environment was quite relaxing. If I
am not mistaken, there was a vintage swing too. Creative!“ (Malaysian participant 1)

Price fairness is also taking part in the positive dining experiences. The participants mentioned
about the reasonable price and the quality of food and service that is worth the price. Hanaysha
(2016) also mentioned that customers tend to compare the price with other competitors or

15
standards before purchasing it. Price is one of the restaurant qualities that have an impact on
customer satisfaction.

“Actually, if we compare with other cafés it’s quite expensive and above the average, but
knowing the taste is good, unique and also the place is very comfortable so it’s worth it for me.”
(Indonesian participant 2)

“And I heard that the food in Kuantan is quite pricey. So, I was already expecting it but the price
was still affordable.” (Malaysian participant 4)

For Instagrammable, most Malaysian and Indonesian participants mentioned that besides the
food and atmosphere, they visit the café because it is instagrammable. Having an area that is
suitable for them to take pictures will lead to satisfaction and give a good impression of the
hipster cafe among customers. Besides, food with a nice presentation is also considered
instagrammable. Taking a picture of food enhances the enjoyment of eating food among
customers (Yong et al., 2020).

“It’s a nice café for taking a photo, there are many aesthetic spots to take photos indoors,
outdoors, and even their food is pretty so people take a picture of it, you can see it on their
Instagram account. I actually take many photos and also videos for a review on social media…”
(Indonesian participant 2)

“Yes, it is! There is a video that I made but not upload it yet. If we go there, it is pretty and looks
different from the others. Because, among the cafes that I have been to, this one with an old
house, looks nice. Beautiful.” (Malaysian participant 11)

4.3. Customer satisfaction

The factors of customer satisfaction are quite varied which include food quality (taste of the
food), the reasonable price, some of them mentioned the price is quite pricey but it is worth the
money. Previous research on customer satisfaction by (Bernarto et al., 2022; Hanaysha, 2016)
showed that perceived price influenced customer satisfaction. Then, some participants also

16
mentioned the importance of service quality because it is something that they encounter first
thing first when they arrive at the café, they will be greeted by the staff. Perceived food quality
and service quality significantly impacts customer satisfaction (Kannan, 2017; Chun and Nyam-
Ochir, 2020).

“I think the food is the most important for that particular café.” (Indonesian participant 10)
“Service quality is very important to me. A lot of times I made comparisons of the services in
some cafes. For me service quality is very important even when I step into the café, I pay
attention to whether they give greetings and welcome.” (Indonesian participant 8)

“I will say I am satisfied with the price-worthy menu and also their Thursday, Friday, and
Saturday Live Music service. Good job!” (Indonesian participant 4)

“The food was tasty at a reasonable price. The service was fast and the taste of their food is
consistent since I have been there for years…” (Malaysian participant 9)

4.4. The reason for Revisit intention

Food quality is one of the factors that trigger revisit intention (Chun and Nyam-Ochir, 2020).
Customers were willing to repeat because of the tasty food and menu variety. As they are
satisfied with the relaxing ambience of the cafes, it triggers them to revisit the cafes too.

“There are many foods and drink that I haven’t tried, and also, I want to take another proper
photo of mine, because the last time I go there actually while working, so I want to like really
chill and just hang out there.” (Indonesian participant 1)

“... they always put new menu periodically, so as per 1-3 month there will be a new menu that is
exciting to try and makes me want to come and come again.” (Indonesian participant5)

“Yes, I will revisit because they have a lot of menus.” (Malaysian participant 8)

5. Conclusion

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This study explores positive eWOM motivations, including concern for others, business support,
self-enhancement, and information leaders. The research reveals that Indonesia and Malaysia,
both collectivist societies, prioritize group harmony. Individuals in these cultures actively engage
in positive eWOM to foster unity and maintain community coherence. This collectivist
orientation has significant implications for consumer behavior, decision-making, and branding
strategies, highlighting that individuals in these societies are inclined to leave more positive
reviews to strengthen group cohesion. Further study in other countries with high collectivism
index should be conducted to support this findings.

Positive dining experiences, encompassing factors like delicious food, inviting service, pleasant
ambiance, value for money, and visual appeal, drive customers to engage in positive eWOM.
These satisfying encounters prompt customers to share their contentment with others.
Additionally, the desire to revisit is fuelled by the relaxing atmosphere and food that suits their
preferences, motivating them to relive these enjoyable moments. In essence, positive dining
experiences spark positive eWOM participation and encourage customers to return for more.

In summary, positive dining experiences serve as a catalyst for both positive eWOM engagement
and revisit intention. The amalgamation of delectable cuisine, impeccable service, inviting
ambiance, value for money, and shareable aesthetics collectively culminate in heightened
customer satisfaction and a strong inclination to share and revisit, reinforcing the integral role
that these experiences play in shaping customer engagement and loyalty. While this study has
shed light on the motivational factors behind positive electronic word-of-mouth (eWOM)
stemming from positive dining experiences, it is important to acknowledge potential limitations.
Notably, the data collection exclusively focuses on positive reviews, potentially limiting the
comprehensiveness of insights. To enhance data reliability and depth, an investigation into
negative reviews among customers of hipster cafes would be valuable. Such an approach would
enable a comparative analysis between positive and negative eWOM, offering a more
comprehensive and nuanced understanding of the dynamics at play and ultimately yielding more
robust finding.

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